REBRANDING SLOUGH TRADING ESTATE 2004//2005

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Introductions

Philip Gregory Chief Executive

Piers Pollock Strategy

Tim Batten Creative

Annmarie Leung Project Management

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The further away, the less positive

0% 20% 40% 60% 80% 100%

Commercial Agent

Potential Occupier

Media analysts/ localauthorities

Existing Occupier

…is run down and in need of investment

…is an older industrial estate; but benefits from good location

…is comparable to some of the best parks in the SE

Source: Mintel Research

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Your Brief to Us

How to represent the Estate in a way that attracts new business, retains existing customers, and

makes Slough Trading Estate “front of mind” when property decisions are taken.

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Contents

The need for change and the nature of the taskThe essence of the Slough Trading EstateFoundations of the brand

Brand name Brand architecture

Logo and creative expression Signage, literature, marketing communications including new

mediaMarketing strategy

Target audiences and a strategic plan to influence themProgramme of activity

Cost effective and high impact campaigns and a media planIncluded in the document

Cost schedule, team biographies, credentials

41Chiswick ParkSlough Trading Estate Green Park

The need for change

A fantastic location and the critical mass to offer great flexibility and service

All the basics are covered

It is clean and well looked after

Good security

But it feels old, boring and unfashionable

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There’s no pride in the ‘place’

It’s hard to find the Slough Trading Estate logo on the Estate

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Sources of information

Your brief

Examples of literature and communications materials

Interviews with key personnel

Customer satisfaction survey

Mintel research

Site visits of Slough Trading Estate and competitors

Internet research

Industry journals

Industry contacts

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THE NEW VISION FOR SLOUGH TRADING ESTATE

17 February 2005

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…and no consistency

Marketing materials look disjointed, not from the same ‘company’.

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The world is changing

Manufacturing companies moving to Asia

Focus on high-end added value and research

The rise of the service industry

Supply chain management changing the nature of distribution

Information technology and tech companies

The pace of change is increasing

Your competition is modernising

Communications channels are multiplying

So how does Slough Trading Estate respond?

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Not a ‘Business Park’

What is a ‘Business Park’? Landscaped gardens and big airy offices Superficially they’re more attractive…

Green vistas Landscaped gardens Lakes and water features…

…but in reality (though we may be prejudiced!) They are sterile, clinical and empty. They sap your energy They’re out of touch They lack real life (The Stepford Wives)

“It is widely acknowledged that Slough Trading Estate is not a Business Park…it would be a misnomer to call it one” Mintel Research September 2004

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Change the brand architecture

Make the Slough Trading Estate the dominant brand on the estate

Promote Slough Estates to the role of owner

Give the estate its own management (real or cosmetic)

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Need to update your identity

“Awareness of the logo amongst existing occupants… was almost zero” (Mintel)

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Slough Business Community

Slough Trading Estate Constituencies

Slough Trading Estate

UK Property Agents

Rest of World

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UK Property Agents

Rest of World

It seems a great place to work

My business will be more successful there

Businesses there are thrivingIt seems a great place to work

I love this place

My business is more successful because it is here

There’s something going on in Slough

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Slough Trading Estate Audience



UK Property Agents

Rest of World

I love this place


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Slough Trading Estate activities

A sense of place Entrances and landmarks Estate maps Road signs Building signs

Stationery for estate management team

Posters To Let signs ‘Pride of place’ posters

Community magazine

Estate website


SloughTrading Estate

UK Property Agents

Rest of World

I love this place

My business ismore successful

because it is here

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UK Property Agents

Rest of World

There’s a something going on in Slough

UK Property Agent audience

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UK Property Agent activities

Invitations to events

Presentation of new estate positioning at time of briefing on particular buildings

Brochures Slough Trading Estate brochure Individual property brochures/leaflets

Specialist Property Trade Press Advertising

Direct Mail / Community Magazine

Online Marketing



UK Property Agents

Rest of World

ThereÕs a somethinggoing on in Slough

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UK Property Agent media

Specialist Property Titles

Estates Gazette

Property Week

Kent, Surrey, Sussex Commercial Property Register

London Commercial Property Register

Property News South

Thames Valley & Heathrow Commercial Property Register

Northern Home Counties Commercial Property Register

Direct Mailings:

Slough Trading Estate Brochure

Community Magazine

National Press inserts in London and home counties

Financial Times (within M25 boundary)

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Summary of activities


UK Property Agents

Rest of World

SignagePosters

To Let SignsMagazineIntranet

Local PressLocal RadioMagazinePosters

BrochurewareProperty Press

Direct MailMagazine

Website

Online marketingNeighbouring counties

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UK Property Agents

Rest of World

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UK Property Agents

Rest of World




I love this place



80




UK Property Agents

Rest of World

I love this place


81





Community magazine

Estate website



UK Property Agents

Rest of World

I love this place


because it is here

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UK Property Agents

Rest of World



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Online Marketing



UK Property Agents

Rest of World


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Estates Gazette

Property Week



Property News South



Direct Mailings:


Community Magazine



85




UK Property Agents

Rest of World

SignagePosters




Direct MailMagazine

Website


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87



88




UK Property Agents

Rest of World

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UK Property Agents

Rest of World




I love this place



90




UK Property Agents

Rest of World

I love this place


91





Community magazine

Estate website



UK Property Agents

Rest of World

I love this place


because it is here

92



UK Property Agents

Rest of World



93







Online Marketing



UK Property Agents

Rest of World


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Estates Gazette

Property Week



Property News South



Direct Mailings:


Community Magazine



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UK Property Agents

Rest of World

SignagePosters




Direct MailMagazine

Website


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97



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UK Property Agents

Rest of World

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UK Property Agents

Rest of World




I love this place



100




UK Property Agents

Rest of World

I love this place


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Community magazine

Estate website



UK Property Agents

Rest of World

I love this place


because it is here

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UK Property Agents

Rest of World



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Online Marketing



UK Property Agents

Rest of World


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Estates Gazette

Property Week



Property News South



Direct Mailings:


Community Magazine



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UK Property Agents

Rest of World

SignagePosters




Direct MailMagazine

Website


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The New Vision for the Slough Trading Estate

Where are we

What we know

How we respond

- Marketing & Communications

- Customer Service

- Sense of arrival and navigation

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Slough Trading Estate - Revenue

A Accelerating Lettings

Dedicating more resources to marketing and leasing of the Slough Trading Estate

Identifying and removing all obstacles to improving attraction and conversion rates, including inclusive leases and/or more flexible terms

Appraising the viability of establishing an on-Estate marketing/leasing and management office

Developing a greater understanding of and improving communication links with the ethnic business community.

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B Retaining More Customers

Applying more resources to improving occupiersatisfaction and addressing any identified concerns

Using extranet to promote inter-customertrading and trial additional service delivery

Distinguishing and emphasising the Estates’ keypositive features to address value for moneyconcerns. Emphasising total occupancy costadvantages – low service charge, high level ofsecurity etc.

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C Improving Value

Developing a plan with external support as requiredfor introducing higher added value uses in areas currently designated in the SPZ and industrial/warehouse

Improving the identify of the main body of the Estatewith new entrance signage, zones to assist navigationand more overall cohesion

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There is a need for Change

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Perceptions Audit

WHAT WE KNOW

Perception Audit : Summary of Results

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Perceptions Audit

Benchmark research conducted amongst key opinion groups: Existing Occupants Potential Occupants Commercial Agents Local opinion formers (local authority and local journalists )

Covering key topics Overall impression of the estate Strengths and weaknesses Benchmarking against competing business/industrial parks Evaluation of the name and logo Management style Advertising and communications

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Mintel Perceptions Audit - September 2004

Areas for improvement

Lack of sufficient amenities on site: restaurants, gym, leisure facilities.

“The estate is a bit of a desert. There is not much to do on the

estate at lunchtime. We have to drive into town for shops.”

Industrial, drab architecture. Power Station. Smell of chocolate.

Traffic congestion. Lack of parking

Slough

Signage and zoning

“we are always stopped by passing lorries asking for directions”.

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Mintel Perceptions Audit - September 2004

Areas for improvement (continued)

Whilst Slough Estates management is generally felt to be efficient, there are

opportunities to improve

Beware ‘arrogant’, ‘dictatorial’ and ‘inflexible” style described by some.

Improve communication between businesses

Personalise communications e.g. addressing groups of tenants in

similar businesses, or the same locality on the estate

Improve marketing and adopt a higher media profile

Low or nil awareness of logo or any communications

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Key Positives

Location

Size

Single ownership. Good reputation of Slough Estates

Mix of skills

Good security – much improved

Good Transport links

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At the heart of what we have

Range of properties and businesses

Prime Location

Scale and Single Ownership

Self Contained

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Where real business goes to work

The attitude of mind that defines the Slough Trading Estate

Grounded

Action orientated

Vibrant

Collaborative

Customer centred

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The world is changing

Manufacturing companies moving to Asia

Focus on high-end added value and research

The rise of the service industry

Supply chain management changing the nature of distribution

Information technology and tech companies

The pace of change is increasing

Our competition is modernising

Communications channels are multiplying

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HOW WE RESPOND

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Not a ‘Business Park’

What is a ‘Business Park’?

Landscaped gardens and big airy offices

Superficially they’re more attractive… Green vistas Landscaped gardens Lakes and water features…

“It is widely acknowledged that Slough Trading Estate is not a Business park…it would be a misnomer to

call it one”

Mintel Research September 2004

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Where real business goes to work

The attitude of mind that defines the Slough Trading Estate

Grounded

Action orientated

Vibrant

Collaborative

Customer centred

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Naming: what the research said

“Whilst Slough is negative, it firmly places the locality of the estate and is probably not worth changing”

“(It) is so well known, a change of name may only add confusion”.

“No others are as prominent as the Slough Trading Estate in terms of recognition in the South East.” (Press)

“It might confuse people…Slough Trading Estate says where it is” (Occupier)

The town of Slough would be insulted by the omission of the name

“They are in Slough. They should deal with it. They should look instead at helping Slough improve itself” (Local Authority)

There is a bigger job to do

“There is a strong feeling that Slough Estates should be investing more in marketing, with a higher media profile.

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Slough

Don’t ignore the negative associations They won’t go away by themselves

Don’t abandon the town Its is where we are

Work with the local authority, the town and regional bodies to improve and promote Slough’s image

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CHANGE OF NAME ?

CHANGE OF IDENTITY ?

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IN SUMMARY

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Essence The Slough Trading Estate is where real business goes to work

Enduring purpose To provide the property and the atmosphere that will enable people and

businesses to thrive

Goal Be seen around the world as the leading business location in the

Thames Valley and the South East

Mission To make it easier for businesses to succeed

Values Grounded Action-orientated Vibrant Collaborative Customer-centred

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SLOUGH TRADING ESTATE - REVENUE

The £74m revenue from the Trading Estate in 2003 represents 48% of the £155m income from UK property (excluding retail.

Revenue has grown from £41m in 1990 to £74m in 2003.

A £7.5m surrender premium increases anticipated revenue to £76.5m in 2004.

Revenue is forecast to decline to £65.7m in 2005, increasing to only £66.4m in 2006.The anticipated decline in revenue is a serious issue that

merits further investigation. Source: Annual Accounts & Budget Forecast

REVENUE/CAPITAL EXPENDITURE 1990 - 2006

0

10

20

30

40

50

60

70

80

90

1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006

£m

Rental Income Capex

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BRINGING THE IDEA TO LIFE

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Concrete actions

Put the brand mission at the heart of all activities

To provide the property and the atmosphere that will enable people and businesses to thrive

Marketing &Communications

Customerservice

Sense of place& navigation

Masterplan

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UK Property Agents

Rest of World

Sub-regionalBusiness Community

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UK Property Agents

Rest of World

SignagePosters




Direct MailMagazine

Website


Direct MailLocal PressAdvertising

Sub-regionalBusiness Community

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Public Relations strategy

To be seen around the world as the leading business location in the Thames Valley and the South East

To foster pride in STE, both internally and among external key stakeholders

To promote STE to a wide range of key stakeholders through a comprehensive programme of media relations

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Public Relations

Employ a wide-ranging programme of highly inclusive local media relations, creating new platforms for coverage

Re-ignite interest in STE in the national market by targeting top-tier national and specialist journalists with new messages and proactive news generation

Engage local business decision makers (including customers) in estate-based networking events

Supplement existing community events with new initiatives under a new Corporate Social Responsibility programme

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Public Relations key messages

The leading business location in the Thames Valley and the South East

STE is the first and most well known trading estate in the UK and still leads the field today

STE offers unrivalled benefits to occupiers Flexible leasing, excellent locational benefits, access to M25 and

national motorway network, high security and high quality customer service

Single ownership and almost a century of experience are key to STE’s past and future success

STE is not a business park, but an integrated business district offering a sense of place and community

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Public Relations key messages

The leading business location in the Thames Valley and the South East

STE is the first and most well known trading estate in the UK and still leads the field today

STE offers unrivalled benefits to occupiers Flexible leasing, excellent locational benefits, access to M25 and

national motorway network, high security and high quality customer service

Single ownership and almost a century of experience are key to STE’s past and future success

STE is not a business park, but an integrated business district offering a sense of place and community

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A role beyond estate management

Acting as a catalyst – providing connections or opportunities for tenants

Networking

Training

Local Authority initiatives

Business Link

Business development grants

Events

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Making it easier for business to succeed

All detailed in a

SLOUGH TRADING ESTATECUSTOMER PLEDGE

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Primary objectives

To establish a sense of place for STE

To improve orientation and wayfinding on site for visitors and tenants

To support the new brand positioning

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Sense of arrival & navigation

Sense of arrival – Bath Road signage

Boundary

Directional signage

Entrance & exit treatments

Buckingham Avenue as High Street

Identifying permanent poster sites

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Key issues to address

Create a sense of arrival

Define the site by its perimeter and gateways

Clarify main routes and arteries

Provide wayfinding information when and where it is needed

Develop a strategy for zoning

Identify/codify zones, roads, buildings

Review site mapping (on and off site – signs, print, online)

Input to a longer term masterplan for STE

Highlight implications for marketing. letting, architectural and landscape policies

Develop coherent system for signing and street furniture as appropriate

Document agreed signing strategy and design guidelines for STE personnel, tenants and suppliers

Permanent poster and banner sites along railway line and Buckingham Avenue

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A new heart

KEY

Artery

Definite redevelopment

Possible redevelopment

Heart of Estate

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A new heart for the trading estate

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Essence The Slough Trading Estate is where real business goes to work

Enduring purpose To provide the property and the atmosphere that will enable people

and businesses to thriveGoal

Be seen around the world as the leading business location in the Thames Valley and the South East

Mission To make it easier for businesses to succeed

Values Grounded Action-orientated Vibrant Collaborative Customer-centred

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SUMMARY

152

Key Messages

REBRANDING SLOUGH TRADING ESTATE 2004//2005

Real Estate

Transcript of REBRANDING SLOUGH TRADING ESTATE 2004//2005